Columbia Business School

Overview

Digital Marketing Strategy II: Developing Your Strategic Plan leads participants through development of their own strategic marketing plan for their businesses. These plans can harness a variety of digital tools such as social media, content marketing, data and personalization, mobile marketing, co-creation and collaboration, and digital advertising (display, SEM, email, mobile).

Participants in this program apply the strategic planning framework taught in Digital Marketing Strategy to their own challenges. In the week prior to arriving at Digital Marketing Strategy II, participants complete pre-program work and receive coaching about their specific projects. They should arrive at the two-day program ready for an intensive workshop style format that will help them formulate a plan to address their organization’s specific challenges.

The program incorporates a mix of:

• Pre-program work to define your own project scope and objectives
• Individual work on each stage of your strategic planning process
• Small group work, collaborating with peers on ideation, strategy selection, and the development of metrics
• Interactive class discussion of strategy challenges and implementation
• Feedback from the faculty director and program coaches throughout the development of your strategic plan

Participants will leave with an actionable strategic plan based on the unique challenges of their own businesses.

Download an outline of David Rogers's digital marketing strategy planning framework.

Audience

Digital Marketing Strategy II is designed for mid- and upper-level executives responsible for developing and implementing marketing strategy in b2b and b2c companies. It also is well suited for executives who develop or lead digital marketing for client companies.

All participants need to have already completed the Digital Marketing Strategy program. The programs can be taken at separate times, or together in a combined five-day sequence.

Alumni and up to four of their colleagues are eligible for a 25 percent tuition benefit for programs lasting up to seven days. More on the Alumni Tuition Benefit.

Benefits

Digital Marketing Strategy II: Developing Your Strategic Plan provides executives with the framework, coaching, and skills to develop their own digital marketing strategy, around objectives that they define.

Summary of Benefits:

• Develop an actionable strategic plan based on your own unique business needs
• Link your digital marketing strategy to clear business goals
• Set metrics and measurable objectives in advance to provide feedback and accountability
• Ensure your digital strategy is focused on the right customer segments
• Integrate digital with your traditional marketing efforts
• Leverage a variety of tools--social media, content marketing, digital advertising, app development--as suits your own business' unique strategy
• Balance quick wins with more ambitious digital efforts to build a sustainable advantage in the marketplace

Upon completion of this program, you will earn two days towards a Certificate in Business Excellence. Learn more.

Faculty

David Rogers Faculty Member

Curriculum

The program begins with a week of advance work done remotely, with feedback from faculty. It culminates in a two-day onsite program, with a mix of individual work, team work, and coaching by faculty.

Sample Session Titles

• Objective-setting: business objectives vs. marketing objetives
• Your brand and competitive digital audit
• Customer segmentation: demography, phychology, technology, value proposition
• Strategy selection and concept ideation
• Concept assessment, prioritization, and selection
• Resource planning: skillsets, data, and silos
• Integrating outbound and traditional marketing tools
• Your metrics plan: objectives, KPIs, and ROI

Download an outline of David Rogers's digital marketing strategy planning framework.

Special Features

The Digital Marketing Strategy II program is based on the strategic planning framework first published in “The Network Is Your Customer: 5 Strategies to Thrive in a Digital Age.”

This strategic framework has been developed while working with companies from a wide variety of b2c and b2c industries, including:

• Levi Strauss
• China Eastern Airlines
• Holtzbrinck/MacMillan
• Kohler
• Panasonic
• BD
• Illy Café
• Tourism Ireland
• Swarovski
• Le Pain Quotidien
• Lutron Electronics
• HÜRRİYET
• JP Morgan